数据管理与商务智能 讲义 2011

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1、数据管理与商务智能2011‐2012伍晶经济信息工程学院西南财经大学数据管理与商务智能Textbook:Tirole,J.1988.TheTheoryofIndustrialOrganization.Cambridge,Mass:MITPress.Schedule数据管理与商务智能2011-2012Semester1Monday,1:55pmto4:30pm,Venue:通博楼309AssessmentMidtermexam30%Discussion30%Termpaper30%Others10%

2、Topic1:ProductDifferentiationTopic1:ProductDifferentiation1.IntroductionOnesolutiontotheBertrandparadoxwastonotethatgoodsareactuallynotidenticalHerewemodelcompetitionassumingthisisindeedthecaseRecallthatwecandistinguishhorizontalandverticalproductd

3、ifferentiationHorizontallydifferentiatedbrandsarenotuniformlyrankedbyallconsumersIfsoldatidenticalprices,theywillleadsomeconsumerstopickeachofthebrandsVerticaldifferentiationwouldarisewhenallconsumerspreferonebrandoveranotherforthesameprice(acomput

4、erwithgreatermemoryispreferabletoonewithlittlememory)ThereareseveralapproachestohorizontaldifferentiationOneapproachweconsider,theaddressapproach,assumesthatconsumershavepreferencesoverthecharacteristicsofproducts(thatareorderedinsomefashion)Itisty

5、picallyimplementedallowingforvariationinjustonecharacteristic,typicallythephysicallocationalongaunitinterval(Hotelling’smodel)oralongtheperimeterofaunitcircle(Salop’smodel)Wecompleteourdiscussionofproductdifferentiationbylookingatamodelofcompetitionw

6、ithverticaldifferentiation,andthenwithasimplemodelthatallowsbothhorizontalandanelementofverticaldifferentiation1Topic1:ProductDifferentiation2.AddressmodelsofcompetitionIntheaddressmodelsofproductdifferentiation,consumers’tastesvarycontinuouslyoverso

7、meparameterswhichdescribethenatureofproductsDifferentconsumershavedifferentmostpreferred‘locations’inthisspace(oraddresses)Productsaredefinedbytheiraddressesinthisspace,θθmaybeinterpretedasalocationoffirmsinaphysicalspace ‐ locationincityθmaybethe

8、descriptionofthegoodonsomeotherspectrum ‐ e.g.colour,sweetnessθmaybethetimeatwhichtheserviceisdelivered ‐ e.g.airlineorTVschedulingAcommonlyusedexampleisbreakfastcerealSupposeconsumershavepreferencesoveronlytwoproductattributes,crunchinessa